You’re a marketer and you’re proud of and excited about your new digital marketing initiative. Your goals are clear, your communications plan is well thought out, and all you need now is the technology to put your plan into action, so you need to talk to your IT. Now queue the record scratch sound effect.

In a world of rapid flux, we look for any place to plant a stake, especially in the complicated world of digital communication. Yes, THIS is the way to build a website. THIS is the way to launch an e-mail campaign. And so on. But is a best practices approach automatically the way to go?